Episode Summary
This episode of An Agency Story features Ernie Cote, owner of Bullseye Media, a Dallas-based digital marketing agency specializing in the dental industry. Unlike most guests, Ernie didn’t start his agency—he bought it. And he did so during one of the most volatile times in modern business history: the height of the pandemic.
After years of building a successful career in sales, operations, and private equity, Ernie decided it was time to own something himself. But the transition wasn’t smooth. The seller vanished, revenue dropped, and the agency’s reputation suffered. Despite all that, Ernie doubled down, hired the right people, and slowly transformed Bullseye into a stable, growth-oriented business with a clear future.
Episode Highlights
- The deal gone sideways – how the seller walked out on day one and never came back.
- Early struggles – battling client churn, poor tools, and bad service delivery amid lockdowns.
- Turning the tide – the investments in people and process that rebuilt client trust.
- Why niche matters – Bullseye’s dental focus as a key to differentiation and stability.
- Lessons in partnership – how bringing on minority investors shaped the agency’s resilience.
Agency Info
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Company: Bullseye Media
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Guest: Ernie Cote
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Year Started: 2006
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Employees: 1-10
The day I bought the business, the owner handed me the keys and walked out. I never saw his face again. Ever.
Ernie Cote
Key Takeaways
Buying a Business Isn’t for the Faint of Heart
Ernie’s story highlights how due diligence can only go so far. Despite a solid background in private equity, he couldn’t predict how quickly things would unravel once the deal closed. The previous owner walked away, clients were frustrated, and revenue plummeted. His biggest lesson? Expect the unexpected and have contingency plans, especially when buying during uncertainty.
The Power of Team and Talent
One of Ernie’s smartest moves was investing in top-tier talent, even when money was tight. He replaced B-players with A+ performers, paid competitive salaries, and upgraded the agency’s tools. This not only stabilized operations but also laid the foundation for delivering consistent value to clients.
Relationships Beat Digital in Niche Markets
While digital campaigns work for most industries, dentists don’t respond the same way. Ernie learned the hard way that in-person relationships, speaking engagements, and referrals drive results in dental marketing. His agency now leans into old-school relationship-building with modern execution.
Partnerships Work, If You Plan for the Worst
Ernie brought on two minority partners not just for capital, but for strategic counsel. The partnership works because they defined the exit strategy upfront. Having clear agreements and shared values has kept everything collaborative, even as the business faced tough times.
Long-Term Vision Keeps You Grounded
Despite early chaos, Ernie’s goal has never changed: build something meaningful. He’s not just chasing a payday, he’s focused on creating a team-driven culture that can stand the test of time. His vision of a post-success “barroom debrief” with his team captures the spirit of long-game leadership.
Show Notes
- Book Mentioned: StrengthsFinder 2.0 – Understanding and leveraging your natural strengths.
- Resource: SBA (Small Business Administration) Loan Insights
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